Niching Case Study: Brook Thorndycraft

I support social justice groups and individuals to resolve conflict creatively, and experience it as an opportunity for positive change.

Website: N/A

#sytycn2015

Tad’s Rating:

10/10

Contest Rating:

9.5/10

Average Rating:

9.75/10

Tad’s Comments:

10. Brook, To me this is a very solid 10. Not only that, it’s something that is so deeply needed. I’ve seen so many social justice communities torn apart by conflict. In fact, that most of what I’ve seen as a result of conflict. I’ve seen people kicked out of communities. I’ve seen people move out of town. I’ve seen genders hatred and mistrust of each other grow. I’ve heard of women attacked onstage by masked people for questioning a vegan diet. I’ve seen so much pain. And I am so happy to hear that you are doing something about it. God bless you. I only wish there were a website.

Niching Contest Participant Comments:

10/10: I heartily agree about this being clear, and a 10 for social justice groups. Less so for the “individuals” but I can overlook that if I assume the individuals are social justice type folks. Otherwise, I would want more clarity on that.

8/10: I get “people interested in social justice”, though that could be a bit broad. Aren’t there a lot of types of social justice? Maybe there’s one or two that you’re really passionate about? The transformation of conflict into positive change is great. We have to learn about the “other” before we can address its concerns, and search for resolution. This seems like a really fulfilling path to be on. I could use a little more clarity on whether the conflict would be within the social justice group, or if it’s conflict the group is encountering as it pursues social justice, though I think it’s the latter.

9/10: This is very clear and specific. I have a suggestion, however: switch “social justice groups” with “individuals” to avoid the odd-sounding “social justice individuals.” I wonder if there’s a more active verb you can use than “support.” I support these things, too, but I don’t do the work you do.

9/10: I encounter the same problem with the word “support” in my own marketing. Perhaps it is part of only being able to use a few characters, but I would think about adding a clarifier before support, maybe to fit that in you could get rid of “and individuals”. Remember explicitly working with social justice groups doesn’t mean that you’re exclusively working with them. Great job.

9/10: Conflict resolution is such an important, and underused, skill. I can imagine groups making strong statements need it even more to avoid unnecessary battles. I do have one question, and it was brought up by a few of the other posters as well, and that is, what is the definition of support? Do you teach them specific skills, or perhaps facilitate while they come up with their own solutions? That could maybe use some more clarity. Regardless, your niche was very close to perfectly understandable for me.

10/10: Wow – perfectly clear to me! It tells me that you work with social justice groups, and that you also work one-on-one with the word “individual.” Your photo looks inviting, calm, gentle, yet confident. Thank you.

8/10: How awesome that you are doing this work! Thank you! That is my first gut response. I want to know your website so I can learn more, because I’m curious about your training and background. I especially like that you are helping resolve conflict creatively. My only major hesitation is about your photo and design, as it’s a little bit off-putting to my eye. The black box feels confrontational – at odds with your message.

This is clear. I do find the “experience it as an opportunity for positive change” could be smoother. I like the concept just needs a writer’s touch for a better word flow.

9/10: Great job! And very needed these days. Only thing I would change is a higher resolution photo, but that’s just the designer in me talking.

9/10: Maybe you “guide” these groups? And, as another commenter suggested, maybe lose individuals if your primary target group is the groups they belong too?

Brook, how cool is it that you do this work!! Awesome! I love the clarity of your niche sentence, get excited about it, and am inspired by the philosophy that conflict is an opportunity. Do you know of www.restorativecircles.org? I’ve had some training in it, which is why your work excites me so. We’re kindred spirits!

10/10: Oh, I like the words “an opportunity for positive change”. Very powerful. Very clear. 10

10/10: You make it look so easy.

10/10: As a conflict management coach (amongst other things), I love that you are doing such important work. I love the use of the word “creatively”. What many people don’t realise is that conflict is absolutely an “opportunity for positive change”. Facilitating this realisation is an amazing skill. I wish you the very best with your work.

10/10: This work works for me. Very clear, and great wording.

9/10: I really like this. It is a clear message.

9/10: I love this! I’m super curious in how you support them, what does that look like? It might help if I knew your job title, that might make it obvious…but in this context, we aren’t given that. Do you counsel? Do you use art therapy? Do you provide resources? There’s a hundred ways you could support!

10/10: Nice! I love this in so many ways.

8/10: It’s clear and concise, but doesn’t inspire me for some reason, which is why I can’t give it higher.

10/10: I love it. Very clear. While I’m not sure how you support them, it makes me want to know!

9/10: I like it. Very clear.

10/10: I really like this the text and picture. It looks & feels grounded, to the point, without too much fluff. And it is important work.

10/10: Are you a mediator?

9/10: This one works well! I get it, and I want to know more about the process, so job well done. Pity there’s no website otherwise it would have been a 10.

10/10: Very clear and concise. Well done!

9/10: I actually really like the photo, and I think the image goes along well with what you’re doing. It’s very clear who you help and why. The only thing I would change is the font (picky, I know). It seems like a boring font for such a vibrant picture and message.

Brook Thorndycraft‘s Reflections:

Thanks for the awesome feedback everyone. The website and better photo are in the works.